Reflecting the latest developments from\n the field, MASS MEDIA RESEARCH: AN INTRODUCTION, 10E, delivers a\n comprehensive overview of mass communication research and a thorough\n exploration of each major approachincluding qualitative research, content\n analysis, survey research, longitudinal research, and experimental research.\n The text continues with an expansive section on data analysis and concludes\n with cutting-edge coverage on applying research methods to the primary areas\n of interest, including print, electronic media, advertising, and public\n relations. Completely up to date, the Tenth Edition fully integrates social\n media coverage, ethics, and the impact of emerging technology on mass media\n research. It also provides expanded coverage of online research, the impact\n of tablets on readership, new advertising channels, social media message\n analytics, and much more. \n